Abstract:

Little is known about food consumption patterns of the majority of the black population and the various factors influencing food consumption patterns. An understanding of the above aspects is critical for any business enterprise to inform the formulation of a marketing strategy. This study is an attempt to identify factors affecting food consumption patterns of three ethnic groups found the Limpopo Province. The province is unique in that it is the only province in South Africa that has a variety of ethnic groups. Various factors are considered and examined to determine how they affect food consumption patterns. These are income, religion, culture and cultural practices, and distance from town. Factors such as gender, patriotism, different life styles and age are mentioned but no emphasis is given to them. The ethnic groups included in the study are Bapedi, Shangaans and Vhavenda. Though Whites and Indians could have been included, their number is too insignificant to warrant determining the effect they might have on consumption patterns in the province. Analysis of Variance (ANOVA) and Chi-Square techniques were used to analyse the different relationships. The findings show that income is a significant factor influencing food purchases and the frequency of purchase. Religion was found to be significant in influencing slaughtering of chickens but not in the slaughtering of sheep, goats and cattle. The effect of staying in a rural or urban area did not show any significance as this was played down by the establishment of shopping malls after 1994. The study also reveals the significance of indigenous food on the ethnic groups. The study also showed the importance of the influence of religion, especially of the Zion Christian Church in certain parts of the Limpopo Province.